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Case Study: Annual Operating Plan For Bisco

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ANNUAL OPERATIG PLAN FOR BISCO As BISCO has been able to gain market share by 2% last year, we would like to continue the growth of the company and target to achieve 5% more market share this year. The firm sells four types of biscuit in the market: 1. Mix Dry Fruit Biscuit 2. Glucose biscuit 3. Almond Biscuit 4. Chocolate Chips Biscuit 5. Cream Biscuit 6. Pista Biscuit The firm currently targets urban market in North India and caters to all segment of the society in that market. The firm has promoted its products by advertising in the local newspapers, TV commercials and Radio. As, this year the firm sets to acquire a major chunk of share in the market. Therefore, the firm would need to expand its business. The Annual Operating Plan of BISCO for the next financial year is describe as below:  TARGET AREA: As the firm is targeting only North India, the firm should expand its business in South Indian urban markets. It can penetrate into rural market later, but to gain high market share at once it needs to divest in urban markets of the entire country. The south Indian market has huge …show more content…

This is because biscuit comes under FMCG products, which makes it a low involvement product. Thus, the customers preferences changes within a short span of time and even the buying behaviour is effected.. If the customer preference biscuit is not available then the customer can immediately think of other product or brand as there is no brand loyalty or fixed taste in case of FMCG products. Thus, a firm needs to have strong distribution channel so that the product is readily available for the customer and finds place in the shelf of the retailers so that it is visible to the customers and they have their preference of the firm over its

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